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Introduction of the company

HERO MOTORS

HERO Motor Company

Limited (BSE: 532343, NSE: HEROMOTOR) is the fourth largest

two-wheeler manufacturer in India. It is the flagship company

of the parent HERO Group employing over 40,000 people with

an estimated 15 million customers.[2] It manufactures

motorcycles, scooters, mopeds and auto rickshaws. It is India's

only two-wheeler company to have won the Deming

Prize awarded for commitment to quality control, received in

2002.

History

HERO Motor traces its origins back to the entrepreneurial spirit

of Trichur Vengaram Sundaram Iyengar who gave up lucrative

careers in the Indian Railways and in banking to set up his own

business. He began with Madurai's first bus service in 1911 and

founded T. V. Sundaram Iyengar and Sons Limited, a company

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that consolidated its presence in the transportation business

with a large fleet of trucks and buses under the name of

Southern Roadways Limited.[3] When he died in 1955 his sons

took the company ahead with several forays in the automobile

sector, including finance, insurance, manufacture of two-

wheelers, tyres and components. The group has managed to

run 33 companies that account for a combined turnover of

nearly $3 billion.

Early years

Sundaram Clayton, then the flagship company, was founded in

1962 in collaboration with Clayton Dewandre Holdings, United

Kingdom. It manufactured brakes, exhausts, compressors and

various other automotive parts. The company set up a plant

at Hosur in 1978 to manufacture mopeds as part of a new

division. A technical collaboration with the Japanese auto giant

resulted in the joint-venture Ind Hero Limited in 1982 between

Sundaram Clayton Ltd and Hero Motor Corporation. Commercial

production of motorcycles began in 1984.

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HERO relationship

HERO and HONDA shared a 19 year long relationship that was

aimed at technology transfer to enable design and manufacture

of two-wheelers specifically for the Indian market. Rechristened

Hero- Honda, the company brought out several models such as

the Hero Samurai, Hero Shogun and Hero Fiero. Differences in

opinion on how to run the join venture eventually led to the

partners going their separate ways in 2001 with the company

being renamed HERO Motor, relinquishing rights to use the

Hero name. There was also a 30 month moratorium period

during which Hero promised not to enter the Indian market with

competing two-wheelers. The company also got over a period

of labour unrest that required Chairman Venu Srinivasan to take

tough measures to resurrect a company that was in a state of

turmoil. He would go on to invest in new technology, nurture in-

house design, and implement Toyota-style quality programs.

Recent

Over the years HERO Motor has grown to be the largest in the

group, both in terms of size and turnover, with four state of the

art[7] manufacturing plants in Hosur, Mysore and Nalagarh in

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India and Karawang in Indonesia. HERO Motor is credited with

many innovations in the Indian automobile industry, notable

among them being the introduction of India's first two-seater

moped, the HERO 110cc. The company became the leader in its

category of sub 125 cc mopeds, having sold 7 million units. It

also introduced the HERO Scooty, which is India's second

largest brand in the scootere segment. The HERO Jive launched

in November 2009 became India's first clutch-free

motorMESTRO SCOOTER aimed at a stress-free rider experience

while the unisex scooter HERO Deoo is targeted at urban

couples, featuring body-balance technology for easier handling.

Awards

HERO Motor won the Deming Application Prize in 2002,

becoming the first and only Indian two-wheeler company to win

the award given to companies that do outstanding work in the

field of Quality Management. It is considered to be one of the

world's most prestigious quality awards. The same year, the

work done for the HERO Victor motorcycle won HERO Motor the

National Award for successful commercialization of indigenous

technology from the Technology Development Board, Ministry

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of Science & Technology, Government of India. In 2004, HERO

Scooty Pep + won the 'Outstanding Design Excellence Award'

from Business World magazine and the National Institute of

Design, Ahmedabad. The effective implementation of Total

Productivity Maintenance practices won HERO Motor the TPM

Excellence Award given by the Japan Institute of Plant

Maintenance in 2008.

HERO Motor has won several management awards, notable

among them being the Emerging Corporate Giant in the Private

Sector awarded by The Economic Times and the Harvard

Business School Association of India. Business Today magazine

awarded HERO Motor the Best Managed Company and the

Most Investor Friendly Company awards. Its advertising

practices won it the Good Advertising award by Auto India Best

Brand Awards 2009. Company Chairman Venu Srinivasan is a

recipient of several awards for corporate excellence such as the

Star of Asia Award by Bloomberg Business Week and the JRD

Tata Corporate Leadership Award. The University of Warwick,

United Kingdom gave him an honorary Doctorate of

Science degree while the Government of India honoured him

with the Padma Shri, one of India's highest civilian distinctions.

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Innovative implementation of Information Technology has won

HERO Motor the Ace Award for Most Innovative Net

Weaver Implementation in 2007 awarded by technology

major SAP AG and the Team Tech 2007 Award of Excellence for

Integrated use of Computer-aided engineering Technologies.

TV Sundaram Iyengar and Sons Limited (HEROs) is the holding

company for the HERO Group of companies engaged in the

manufacturing of almost all kinds of automotive components,

best two wheelers and a few other industrial products. They are

also into the financial services sector. The turnover of the entire

group was close to $2 billion in 2003.

HERO was founded by T. V. Sundaram Iyengar in 1911.

It is the only automotive manufacturer in India to get the

prestigious Deming Prize. One of its subsidiaries Sundaram

Clayton was the first company in India to receive the Deming

allowed by Sundaram Brake Linings also getting the Deming

Prize. This prize is "given to organizations or divisions of

organizations that have achieved distinctive performance

improvement through the application of TQM in a designated

year." Sundaram Clayton went on to be awarded the Japan

Quality Medal.

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 The HERO group of companies is mainly situated

in Padi, Tamil Nadu, in the outskirts of Chennai (formerly

Madras). HERO Motor Company's first launch was 50 cc Moped

HERO 50 in August 1980. It is the first Indian company to

introduce 100 cc Indo-Japanese Motorcycles in India in 1984.

It was also the first Indian company to launch

indigenous scooterette in India in 1994. It has grown rapidly

since it's beginning to become one of the prominent two-

wheeler manufacturers in India. Today HERO is a well-known

brand in the field of MESTRO SCOOTER manufacturing. The

manufacturing unit of HERO Motor is located at Hosur and

Mysore.

HERO WARRANTY POLICY

HERO Motor Company, (here in after called as HERO)

offers warranty for "Products" manufactured in its plant and

sold through its authorized dealers. HERO reserves the right

either to replace or repair, at their authorized dealer, free of

cost, those parts which may be found on examination to have

manufacturing defect within 2 years from the date of sale (or)

first 30,000 kms whichever occurs earlier of its operation.

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CONDITION OF WARRANTY

The warranty coverage for Products will be valid only if the

following are availed & followed:

1. All 6 Free Services as per the given schedule

2. All 9 Paid Services as per the given schedule

3. Maintaining the service record given in the Owners Manual

duly signed by HERO authorized dealer for each of the 6 Free &

9 Paid Services availed

The claim for ex-change (or) repair of parts shall be considered

only when:

1-Customer ensures that immediately upon the discovery of the

defect he approaches the nearest HERO authorized dealer with

the affected motorcycle.

2- The expenses if any for bringing the affected motorcycle to

HERO authorized dealer has to be borne by customer only.

3- Customer produces the Owner’s Manual in original, to enable

HERO authorized dealer to verify ownership & service record.

4- Warranty claims in respect of proprietary items like Tyres,

Tubes, Battery and Sparkplug are warranted by their respective

manufacturers and shall be claimed on them directly by the

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customer as per their warranty terms and SMIPL shall not be

liable in any manner to replace them.

5-However HERO authorized dealer will give full assistance in

taking up the claims with respective manufacturers.

6- Warranty Claims in respect of shock absorbers (front & rear),

Speedometers etc though claimed through HERO are subject to

the acceptance of the respective manufacturers.

7-HERO reserves the right to carry out the replacement of the

defective part with the same part manufactured by another

vendor, which is also used by HERO.

8- Warranty Claims will only be handled through HERO

authorized dealers & will not be entertained directly by HERO at

all.

9-HERO undertake no liability in the matter of consequential

loss or damage caused due to the failure of parts. Delay, if any,

for carrying out the repairs at HERO authorized dealer, shall not

be a ground for extending the warranty period, nor shall it give

any right to the customer for claiming any compensation for

damages.

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 LIMITATION OF WARRANTY

Warranty is not applicable to :

Normal maintenance operations such as Engine Tune-up, De-

Carbonizing, Carburetor cleaning, Wheels, Brakes and Clutch

adjustments as well as any other normal adjustments.

Normal service wear and tear items (i.e.) Brake Shoes,

Brake Pads, Shims / Fasteners, Drive Chain, Sprockets, Clutch

Plates, Race Bearing kit, Gaskets, Rubber Parts (or) Plastic

components, Wheel Rims (in case of misaligned or bent),

Element Air Cleaner, Oil Filter and Electrical items like Bulb If

recommended Engine Oil/Lubricants are not used or if they are

not replaced at the recommended interval.

Use of non- genuine parts (or) accessories not approved

by SMIPL which affects the performance and reliability of the

motorcycle Premature wear of Engine parts such as Cylinder,

Piston, Valves, and Bearings due to adulteration of petrol/fuel If

any of the free or paid service is not done as per schedule, the

warranty tends to stand void.

Parts of the vehicle have been subjected to

misuse, accident, and negligent treatment, use of bad quality

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parts which are not manufactured (or) not recommended for

use by HERO on their Products.

Parts of the motorcycle getting rusted or their plating or

painting coming off due to atmospheric condition like Sea

Breeze and Industrial Pollution. Motorcycle used for any

Competition (i.e.) Rallies (or) Races, if it is used for any

commercial purposes like Hiring etc. HERO undertakes no

liability in the matter of any consequential loss (or) damage

caused due to failure of the parts. Parts repaired (or) replaced

under this warranty are warranted only for the original warranty

period of HONDA motorcycles. Consumables like Engine Oil, TFF

Oil, Grease, used for the warranty repair are not covered under

the application of the warranty.

The company is not liable for any delay in servicing due to

reasons beyond the control of the company or any of HERO

authorized dealer.

HERO reserves the right to make any changes in the design or

to add any improvement(s) on the motorcycle at any time

without incurring any obligation to make the same on the

motorcycle previously supplied (or) sold /manufactured.

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Also the conditions of this warranty are subject to alterations

without any notice. This warranty is the entire written warranty

given by HERO for your motorcycle, and no employee, HERO

authorized dealer (or) other person is authorized to extend or

enlarge the terms of warranty. Decision regarding warranty

settlement shall be taken by HERO and shall be final and

binding on all concerned.

INDIAN 2 WHEELER INDUSTRY

India is the second largest producer and manufacturer of two-

wheelers in the world. Indian two-wheeler industry has got

spectacular growth in the last few years. Indian two-wheeler

industry had a small beginning in the early 50's. The

Automobile Products of India (API) started manufacturing

scooters in the country.

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 The hero is a bike from Hero Motocorp. It comes as the second

scooter from what was traditionally a motorcycle company. The scooter was

unveiled at the O2 Arena in London along with Hero’s new corporate identity in

2011, and was launched in the market in 2012.

In terms of positioning, the Maestro is pitted against the Hero Pleasure, Hero’s

first offering in the scooter segment. Communicating itself as a boy’s scooter, it

is marketed as a vehicle for young riders that captures all the little quirks that

define boys. Aptly bearing the tagline of “It’s a boy thing”, the Maestro caters to

the male section of a gender polarized scooter market.

Hero's sales momentum amid the slowdown is being propped up in no small

terms by its two scooter brands. Maestro has been able to crank up volumes to

the tune of 28,000 units per month in a year's time. The Pleasure which brought

in the tagline of 'Why should boys have all the fun' grosses sales of 30,000 units

a month and is a mainstay for Hero.[1]

The Maestro is powered by a more powerful 109c engine, and has a dry clutch

with variomatic drive..

Hero bike are a major segment of Indian two wheeler industry,

the other two being scooters and mopeds. Indian companies

are among the largest two-wheeler manufacturers in the world.

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HERO and Bajaj Auto are two of the Indian companies that top

the list of world companies manufacturing two-wheelers.

The two-wheeler market was opened to foreign

companies in the mid 1980s. The openness of Indian market to

foreign companies lead to the arrival of new models of two-

wheelers into India. Easy availability of loans from the banks,

relatively low rate of interest and the discount of prices offered

by the dealers and manufacturers lead to the increasing

demand for two-wheeler vehicles in India. This lead to the

strong growth of Indian automobile industry.

Key players in the Two-wheeler Industry :

After facing its worst recession during the early 1990s, the two-

wheeler industry bounced back with a 25% increase in volume

sales in February 1995. The scooters are considered as family

vehicles. There are many two-wheeler manufacturers in India.

Major players in the 2-wheeler industry are HERO Motors Ltd

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(HHML), Hero Group, Bajaj Auto Ltd (Bajaj Auto) and HERO

Motor Company Ltd (HERO).

The other key players in the two-wheeler industry are Kinetic

Motor Company Ltd (KMCL), Kinetic Engineering Ltd (KEL), LML

Ltd (LML), Yamaha Motors India Ltd (Yamaha), Majestic Auto Ltd

(Majestic Auto), Royal Enfield Ltd (REL) and HERO Motorcycle &

Scooter India (P) Ltd (HMSI).

Sales promotion is one of the five aspects of the promotional mix. (The other 4
parts of the promotional mix are advertising, personal selling, direct marketing
and publicity/public relations.) Media and non-media marketing communication
are employed for a pre-determined, limited time to increase consumer demand,
stimulate market demand or improve product availability. Examples include

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contests, coupons, freebies, loss leaders, point of purchase displays, premiums,
prizes, product samples, and rebates

Sales promotions can be directed at either the customer, sales staff, or

distribution channel members (such as retailers). Sales promotions targeted at
the consumer are called consumer sales promotions. Sales promotions targeted
at retailers and wholesale are called trade sales promotions. Some sale
promotions, particularly ones with unusual methods, are considered gimmicks
by many.

Sales promotion includes several communications activities that attempt to

provide added value or incentives to consumers, wholesalers, retailers, or other
organizational customers to stimulate immediate sales. These efforts can attempt
to stimulate product interest, trial, or purchase. Examples of devices used in
sales promotion include coupons, samples, premiums, point-of-purchase (POP)
displays, contests, rebates, and sweepstakes.

Sales promotion is needed to attract new customers, to hold present customers,

to counteract competition, and to take advantage of opportunities that are
revealed by market research. It is made up of activities, both outside and inside
activities, to enhance company sales. Outside sales promotion activities include
advertising, publicity, public relations activities, and special sales events. Inside
sales promotion activities includes window displays, product and promotional
material display and promotional programs such as premium awards and
contests.

Consumer sales promotion techniques

 Price deal: A temporary reduction in the price, such as 50% off.

 Loyal Reward Program: Consumers collect points, miles, or credits for
purchases and redeem them for rewards.

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 Cents-off deal: Offers a brand at a lower price. Price reduction may be a
percentage marked on the package.
 Price-pack deal: The packaging offers a consumer a certain percentage
more of the product for the same price (for example, 25 percent extra).
 Coupons: coupons have become a standard mechanism for sales
promotions.
 Loss leader: the price of a popular product is temporarily reduced below
cost in order to stimulate other profitable sales
 Free-standing insert (FSI): A coupon booklet is inserted into the local
newspaper for delivery.
 On-shelf couponing: Coupons are present at the shelf where the product
is available.
 Checkout dispensers: On checkout the customer is given a coupon based
on products purchased.
 On-line couponing: Coupons are available online. Consumers print them
out and take them to the store.
 Mobile couponing: Coupons are available on a mobile phone. Consumers
show the offer on a mobile phone to a salesperson for redemption.
 Online interactive promotion game: Consumers play an interactive game
associated with the promoted product.
 Rebates: Consumers are offered money back if the receipt and barcode
are mailed to the producer.
 Contests/sweepstakes/games: The consumer is automatically entered into
the event by purchasing the product.
 Point-of-sale displays:-
o Aisle interrupter: A sign that juts into the aisle from the shelf.
o Dangler: A sign that sways when a consumer walks by it.
o Dump bin: A bin full of products dumped inside.
o Bidding portals: Getting prospects

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 o Glorifier: A small stage that elevates a product above other
products.
o Wobbler: A sign that jiggles.
o Lipstick Board: A board on which messages are written in crayon.
o Necker: A coupon placed on the 'neck' of a bottle.
o YES unit: "your extra salesperson" is a pull-out fact sheet.
o Electroluminescent: Solar-powered, animated light in motion.
 Kids eat free specials: Offers a discount on the total dining bill by
offering 1 free kids meal with each regular meal purchased.
 Sampling: Consumers get one sample for free, after their trial and then
could decide whether to buy or not.

Trade sales promotion techniques

 Trade allowances: short term incentive offered to induce a retailer to

stock up on a product.
 Dealer loader: An incentive given to induce a retailer to purchase and
display a product.
 Trade contest: A contest to reward retailers that sell the most product.
 Point-of-purchase displays: Used to create the urge of "impulse" buying
and selling your product on the spot.
 Training programs: dealer employees are trained in selling the product.
 Push money: also known as "spiffs". An extra commission paid to retail
employees to push products.

Trade discounts (also called functional discounts): These are payments to

distribution channel members for performing some function .

Three Steps to Effective Sales Promotions

Get customers out of a holding pattern with a top-notch campaign.

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For Service-Based Entrepreneurs, Here Are 9 Holiday Marketing

Tactics to Boost Sales

Getting customers to plunk down cash or credit cards remains a painfully slow
process in this struggling economy. And that's precisely why it's important--and
always will be--to lure potential buyers with promotions. In fact, coming up
with attractive promotions has become a bigger deal than ever.

When done correctly, promotions get customers out of a holding pattern by

giving them an incentive to take action before a limited-time offer expires.

Here's what you need to do:

1. Target your effort

Promotions can spur purchases by established customers, reel in new customers,
draw customers from competitors, get current customers to buy differently, and
stimulate business during slow periods. But rarely can one promotion
accomplish all of those objectives at once. As a result, you must decide which of
the following is most important so that you can target your effort:

 Do you want customers to purchase more frequently, buy in greater

volume, or be attracted to new or different offerings?

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  Do you want to lure new customers into your business?
 Do you want lapsed customers to give your business another try?
 Do you want to boost business during slow hours, weekdays or particular
seasons?

After carefully and thoughtfully defining the audience and the change you want
your promotion to inspire, ask yourself this question: If you offer a time-limited
incentive, is it likely that the customers you've targeted will respond? If so,
continue to the next step.

2. Plan your incentive

A well-thought-out, properly targeted promotion prompts customers to take
action by offering one of these incentives:

 Price savings, including discounts, coupons or added value offers

 Samples or trial offers to provide a low-risk way to try new products or
services
 Events or experiences to generate crowds, enthusiasm, sales, publicity

As you decide on your incentive, keep these facts in mind:

Price offers must be strong enough to compel, but reasonable enough to keep
your business out of red ink. Avoid uninspiring 10 to 20 percent discounts, but
also avoid very deep discounts unless they promote a loss leader to generate
other higher-margin sales, or unless they'll attract valuable new customers into
your business.

Coupons always make a comeback in penny-pincher markets, which means

they're hugely popular these days. Even young consumers and affluent
shoppers--groups that traditionally shun coupons--are using them, boosting the
typical 1 to 2 percent redemption rate by nearly 20 percent. Printed coupons are

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still the most widely circulated, but printable coupons, distributed on web sites
and via e-mail, provide a terrific way to test price offers with business friends
and fans before incurring costs to promote the offer more widely via other
media.

Samples work in all lines of business to let customers try before buying. The
key is to sample products that are so great they'll win raves and repeat business.

 Online-based businesses need to promote free samples prominently in an

effort to attract links, visitors, site registrations and publicity. They can be
the start of a prosperous relationship with new customers.
 Retailers can turn sampling into promotional events. Think of Costco on
weekends. Another great example: Estée Lauder works with retailers to
offer women free mini-makeovers that end with customer photos (against
an Estée Lauder backdrop). These are then e-mailed to participants for
use on their social networking pages.
 Service businesses would do well to give away mini versions of their
offerings. For example, five-minute shoulder massages or one-hour home
decorating consultations. Or, for higher-ticket service businesses, samples
can take the form of affordable introductory packages that allow
prospective customers to wade into the business relationship, gaining
trust for the business while also receiving a valuable service.

Events and experiences draw customers for celebrations, product launches,

special appearances or presentations, and other activities that combine
entertainment with brand and product presentations. When hosting an event,
make sure to go all out. A half-hearted, poorly attended event is worse than no
event at all, so plan, decorate, train your staff and publicize accordingly.

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3. Know what you want to achieve
Promotions work especially well when consumers are in need of a jolt to take
buying action. Just be clear about what you want to achieve. Set the number of
sales you want to ring up, dollars you want to bring in, customer names you
want to collect, buying patterns you want to change, or any other objective you
want your promotion to achieve. Then determine what your desired change will
mean financially to your business.

By knowing the potential bottom-line impact of your promotion, you'll have the
information you need to allocate a promotion budget, dedicate staff time and
invest the energy necessary to host a strong promotion that will deliver
business-boosting results over the time period it covers.

Increasing Value

Advertising can help your business to increase its value and build its reputation.
This can happen in two ways: either through the purchase of advertising space
in magazines, newspapers, social media or other outlets, or through editorial
coverage. Ideally, editorial coverage is the aim of many small businesses. It
costs you virtually nothing and can have long-lasting impact on building your
firm's reputation. Essentially, this is about garnering public relations. Make
contacts with your local newspaper, community organizations, and social clubs.
Take part in promoting nonprofit events or sponsor a Little League team. All of
these are ways to get your business's name out in the public without spending
money directly on advertising.

Brand Reputation

Apart from these more traditional means of increase brand value, your business
should also be concerned with its brand reputation. A solid brand reputation will
directly affect revenue, as customers will feel safe and secure in purchasing

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goods and services from your company. Reputation management is about
understanding the influence of customer perceptions on your business's revenue
prospects. The idea here is to manage customer expectations, to respond quickly
to problems or issues, and to always conduct your business in an ethical way.
This concern with reputation should extend through all forms of marketing and
advertising and your approach to customer service.

India is an emerging country with huge potential. The domestic economy is now
growing at around 9-10% per annum and India’s importance in global terms is
being reinforced by rapidly rising exports and domestic consumption. At a time
when numbers of a slowdown and overheating in the Indian economy have
started gaining momentum, the Indian rupee sprang a surprise by pushing the
GDP figure past the trillion-dollar (42,00,000 crore) mark.
The automotive industry is at the center of India’s new global dynamic. The
domestic market expanding rapidly as incomes rise and consumer credit
becomes more widely available. Manufacturer’s product lines are being
continually expanded, as is the local automotive manufacturing base.
Expectation are high that India can develop as a global hub for vehicle
manufacturers and as an outsourcing center that offers the global automotive
industry solution high up the automotive value chain.
 India eyes 25 million automotive jobs.

 India's GDP is set to double over the next decade

 In percentage terms, the automotive industry's contribution should also

double.

 In dollar terms, the sector's contribution is set to quadruple to some $145bn.

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The automobile industry in India accounts for a business volume of $45 billion
and has the potential to grow much faster both through Indian as well as
international manufacturers who have established huge facilities in the country.
With the world’s second largest and fastest-growing population, there is no
denying India’s potential in both economic and population terms and the effect
it will have on the auto industry in the years to come.
The country is already off to a good start, with a well-developed components
industry and a production level of 1 million four-wheeled vehicles a year, plus a
further 5 million two- and three-wheelers.
The implications, market drivers and scope of a future massive Indian vehicle
market are covered in the India Strategic Market Profile, a brand-new forecast
of Indian automotive and related activity to 2020. Based on Max Pemberto's
unique relational long-term forecasting model, it forecasts car and CV sales,
demographics, materials usage, auto industry employment, and explains their
inter- year of healthy growth in auto industry.

INDUSTRY GROWTH:

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Future of the Automobile in the Economy:

US based consultancy, keystone predicts that India will become world’s third
largest automobile market by 2030. Overall size expected to exceed 20 million
with compounded annual growth rate of over 12%.

INDIA THEN & NOW

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1983
 Number of brands 2

 Number of models 2

2009
 Number of brands 30

 Number of models 70

Services have been studied extensively since 1980s. The idea

of linking service value and customer satisfaction has existed

for a long time. Customer satisfaction has been studied and

recognized as an important factor in the management literature

for the past few decades. Studies indicate that there are links

among customer satisfaction, customer loyalty, and

profitability.

During recent years, there have been studies that have

established mechanisms that attempt to link customer

satisfaction and customer loyalty. Many studies additionally

attempt to establish connections between service quality,

customer satisfaction, customer loyalty and profitability.

Many studies related to customer satisfaction during the 1990's

have been conducted in the area of consumer markets. Even

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though there are many studies in the area of services, after

sales services and after sales activities generally have

represent an overlooked area of the management literature and

only a few researchers have paid attention on it. For the most

part, issues related to after sales activities and after sales

services have been given only partial attention in those studies.

After-sales services are often provided and consumed by two

different organizations (i.e., the OEM and the customer), the

issue of contracting between them becomes important .While

contracts for maintenance services of simpler products

(electronics, automobiles) involve fixed payments for

warranties, there are many instances of complex systems that

require more sophisticated relationships between service

buyers and suppliers.

A critical element of after sales services is that clear

separation between the buyer’s expectations of service (the

performance goal) and the supplier’s implementation (how it is

achieved).

In the words of Macfarlan and Mansir, “The contract explicitly

identifies what is required, but the contractor determines how

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to fulfill the requirement. ”The importance of after sales service

can be significant to customer satisfaction, particularly in the

automobile business environment, if the customer’s capital

expenditure on the equipment is significant.

It is expected that the importance of well-

managed services in after sales phase, i.e., care phase will

increase, particularly in environments where high capital

investments are required and such investments are made over

longer periods of time.

Services:

Kotler (1997) defines service as follows:

“Service is any act or performance that one party can

offer to another that is essentially intangible and does not

result in the ownership of anything. Its production may or may

not be tied to a physical product.”

Mathe and Shapiro (1993) define service as follows:

“Service is all of the activities undertaken by

the firm to provide value in use over time, measured by

increased customer satisfaction with a tangible product or

series of products.”

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 Services are more or less intangible .Services are

activities or a series of activities rather than a thing. The

customer participates, at least to some extent, in the

production process. Services are at least to some extent

produced and consumed simultaneously.

Services have four unique characteristics:

intangible; more difficult to define and subject to alternative

expectations and perceptions, heterogeneity; subject to human

variability and often the customer is involved, perishability;

once a service has been created, it has no value and

inseparability of production and consumption; consumed as it is

produced. Every service company must be able to satisfy three

goals: to deliver outstanding customer service, to fulfill

employee satisfaction, and to achieve financial success.

Customer Satisfaction

Kotler (1997) defines customer satisfaction as follows:

“Satisfaction is a person's feelings of pleasure or

disappointment resulting from comparing a product's perceived

performance (or outcome) in relation to his or her

expectations.”

30
Brown (1992) defines customer satisfaction as:

“The state in which customer needs, wants and

expectations throughout the product or service's life are met or

exceeded resulting in repeat purchase, loyalty and favorable

worth-of mouth.”

According to Jones and Sasser (1995), four basic elements

affect customer satisfaction. They are the basic elements of

the product or service, basic after sales services, a recovery

process for counteracting bad experiences, and extraordinary

service. There are many definitions of the key elements of the

services, but this one is considered appropriate in the context

of care or after sales services.

Jones and Suh (2000) differentiate between transaction-specific

satisfaction and overall satisfaction. Overall satisfaction is

based on the information from all previous experiences with the

service provider and is viewed as a function of all previous

transaction-specific satisfactions. Transaction-specific

satisfaction refers to a single service encounter. In general,

transaction-specific satisfaction may not be perfectly connected

to overall satisfaction.

31
 The empirical results support that transaction-

specific satisfaction can be empirically distinguished from

overall satisfaction. Overall satisfaction is a better indicator of a

customer’s repurchases intentions than transaction-specific

satisfaction.

Transaction-specific satisfaction directly influences a customer's

repurchase intentions, but only when overall satisfaction is low.

In such a case, consumers allow their evaluation of the last

service encounter to influence repurchase decisions. When a

customer has had a bad experience, the service manager may

wish to remind the customer of his/her previous overall

satisfaction. Particularly at the early stages of the customer

relationship, high levels of transaction-specific satisfaction are

particularly important.

After Sales service:

Lele (1986) identifies the following aspects in the after sale

service area:

1. Suppliers are manufacturing more reliable and more easily

fixable equipment

2. Customers are becoming more sophisticated about buying

product support services and demand for service "unbundle"

32
3. Customers do not like to deal with a multitude of service

providers

4. Service contracts are becoming an endangered species

5. Customer service choices are increasing and this holds down

the profits on service

At the time of sale, the buyer and seller have

different kind of expectations. For the seller, the sales is a

culmination of a long sales negotiation; it is time to collect

monetary reward for the labors. Sales closure opens new

opportunities with new potential customers and matters shift

from the sales team to the production team. From the buyer’s

point of view, a sale is an initiation of a new Relationship; the

buyer is frequently concerned about support and the attention

it will get wishes to continue to interact with the sales team.

After sales services include maintenance, repair, and

upgrading. If these services can be offered at a fixed or

guaranteed rate, they could be a significant competitive

advantage. In maintenance, it is to be remembered that one

way of solving the repair problem is to have defect-free

products and then service can be bundled into the product

price, which can also be of strategic value.

33
 According to Wellemin (1984), after sales

support has changed drastically in recent decades. Customers

have become more dependent on efficient operation of

suppliers’ equipment, services are labour intensive and cost of

labor has risen, products intended for the same markets are

becoming more similar, customers are increasingly selective as

they seek value for money, and social changes have reflected

to services.

The product-service package must be defined

so that it maintains costs at a level acceptable to the market. It

is necessary to develop economic analysis that enables

estimates of life-cycle costs.

After sales service is more than merely

fixing what has gone wrong, this appears to be the primary

function of many after sales service functions. Manufacturers

should anticipate the after sales needs in product design, but

experience shows that manufacturers do not incorporate

customers’ concerns actively enough at the product design

phase.

In the case of durable goods, at least

customer, dealer, third party provider of service, the

34
manufacturer of the tangible product, and the supplier of parts

and components can be involved in the after sales service

operations. The traditional approach to after sales service

center is on technical intervention, where the focus is on

improving technical tools and work methods.

Business Definition for: After-sales Service Customer support

following the purchase of a product or service. In some cases,

after-sales service can be almost as important as the initial

purchase. The manufacturer, retailer, or service provider

determines what is included in any warranty (or guarantee)

package. This will include the duration of the warranty

traditionally one year from the date of purchase, but

increasingly two or more year’s maintenance and/or

replacement policy, items included/excluded, labor costs, and

speed of response. In the case of a service provider, after-sales

service might include additional training or help desk

availability.

Of equal importance is the customer's

perception of the degree of willingness with which a supplier

deals with a question or complaint, speed of response, and

action taken. Quality, price, and service are three factors are

35
critical to the success of any export sales effort. Quality and

price are addressed in earlier chapters. Service, which is

addressed here, should be an integral part of any company's

export strategy from the start. Properly handled, service can be

a foundation for growth. Ignored or left to chance, it can cause

an export effort to fail. Service is the prompt delivery of the

product. It is courteous sales personnel. It is a user or service

manual manual modified to meet your customer's needs. It is

ready access to a service facility. It is knowledgeable, cost-

effective maintenance, repair, or replacement. Service is

location. Service is dealer support. Service varies by the

product type, the quality of the product, the price of the

product, and the distribution channel employed. For export

products that require no service - such as food products, some

consumer goods, and commercial disposables - the issue is

resolved once distribution channels, quality criteria, and return

policies have been identified.

On the other hand, the characteristics of

consumer durables and some consumables demand that

service be available. For such products, service is a feature

expected by the consumer. In fact, foreign buyers of industrial

36
goods typically place service at the forefront of the criteria they

evaluate when making a purchase decision.

All foreign markets are sophisticated, and each has

its own expectations of suppliers and vendors. U.S.

manufacturers or distributors must therefore ensure that their

service performance is comparable to that of the predominant

competitors in the market. This level of performance is an

important determinant in ensuring a reasonable competitive

position, given the other factors of product quality, price,

promotion, and delivery. An exporting firm's strategy and

market entry decision may dictate that it does not provide

after-sale service. It may determine that its export objective is

the single or multiple opportunistic entry into export markets.

Although this approach may work in the short term, subsequent

product offerings will be less successful as buyers recall the

failure to provide expected levels of service. As a result, market

development and sales expenditures may result in one-time

sales.

37
38
 OBJECTIVES

1) To know:- about sales process of bike in Nishant Motors.

2) To Study:- those factor which influence sales process.

3) To Analyse:- sales study of Nishant Motors.

4) To Suggest :- the best way to develop sales & marketing

process of bikes in Nishant Motors.

39
40
 SCOPE OF THE STUDY

1) This study will helps the two wheeler dealers to analyse

the satisfaction level of consumer with respect to

various brands of hero

2) This study will helps someone else as secondary data

for further research.

3) This study will helps two wheeler dealers for improving

the after sales services for their consumer by which

they can provide maximum satisfaction.

41
 4) This study has a good scope for me because I can apply

this practical knowledge and experience in my future

career and managerial decision making.

42
RESEARCH METHDOLOGY

The purpose of the methodology is to describe the process

involved in the research work.

INDENTIFICATION OF REASEARCH PROBLEM:

To estimate consumer satisfaction about the after sales services

provided by

43
2 wheeler dealers in Muzaffarnagar.

RESEARCH OBJECTIVE :

The objective of research work is to the pinpoint requirement of

the study and to know the satisfaction level of consumer by the

after sales services of selected

main two wheeler dealers in Muzaffarnagar.

PRIMARY DATA

Primary data is gathered for the first time by the researcher for

the specific purposes at hand, Primary data’s were the

collection from. The primary sources in consumer’s survey.

SECONDARY DATA :

Secondary data here (where internal) is the data already

collected by others for the purposes other than the solutions of

f the problem at hand. It includes those data, which are

collected for the some earlier research work and are applicable

or use in the study. The researcher has presently under take

RESEARCH INSTRUMENT

Well balanced questioner with the closed and open – ended

multiple – choice questions along with questions based on

preference rating.

METHOD OF APPROACH :

44
Administering questionnaire in direct personnel interview.

SAMPE SIZE:

The number of consumers surveyed for research study was 100

respondents.

AREA OF STUDY

The area of research work at Nishant motors Add:-

Muzaffarnagar.

SAMPLING METHOD

To get most feasible and accurate result, convenient sampling

method was adopted.

DATA COLLECTION TECHNIQUE:

A survey was conducted by the help of survey tool-

questionnaire, which was design by me and approved by Mr.

Amar Pal Singh My Trainer contains twelve questions covering

all the important parameters involved.

DATA COLLATION:

45
To collate the data Ms Excel was used to convert the primary

data to give pictorial representation in form of Bar and Pie

Graphs. All data was entered by me and collated to calculate

percentages.

On the basis of responses different frequencies were calculated

manually related to each question and preferences of customer

were analyze.

46
47
 DATA ANALYSIS

Q.1. Do you have any bike?

YES 90
No 10

Interpretation- From above we see that everyone respondents

have a bike

48
Q.2. Which brands of bike do you have?

HERO 43
Bajaj 27
TVS 22
Suzuki 8
Total 100

Interpretation-Out of 100 respondent, 43% respondents are using hero company, 27%
respondents are using Bajaj company ,22% respondents are using TVS company ,8%
respondents are using Suzuki company

49
Q.3. How long you had it?

Total respondent- Less than 6 6 month to 1 1 year to 2 More than 2

100 months year year year
23.26%
HERO (Base-43) 11.63% (5) 20.93% (9) 44.19% (19)
(10)
Bajaj(Base-27) 18.52% (5) 18.52% (5) 29.63% (8) 33.33% (6)
TVS (Base-22) 0.00% (0) 13.64% (3) 22.73% (5) 63.64% (14)
Suzuki(Base-8) 0.00% (0) 0.00% (0) 37.50% (3) 62.50% (5)

Interpretation-From above we see that out of 43 respondents of HERO company maximum

of the respondents(44.19%) are using more than 2 year and rest of them are using less than 6
month(11.63%),6 month to 1 year(20.93%) and 1 year to 2 year(23.26%). In out of 27
respondents of Bajaj company maximum of the respondents(33.33%) are using more than 2
year and rest of them are using less than 6 month(18.52%),6 month to 1 year(18.52%) and 1
year to 2 year(29.63%). In out of 22 respondents of HERO company maximum of the
respondents(63.64%) are using more than 2 year and rest of them are using less than 6
month(0%),6 month to 1 year(13.64%%) and 1 year to 2 year(22.73%). In out of 8
respondents of Hero company maximum of the respondents(62.50%) are using more than 2
year and rest of them are using less than 6 month(0%),6 month to 1 year(0%) and 1 year to 2
year(37.50%).

50
Q.4. Are you availing the various after sales services provided
by the 2 wheeler dealers?

`
Tota respondent-100 Yes No
81.4%
18.6% (8)
HERO (Base-43) (35)
77.78% 22.22%
Bajaj (Base-27) (21) (6)
63.64% 36.36%
TVS (Base-22) (14) (8)
Suzuki(Base-8) 100% (8) 0% (0)

Interpretation-From above we see that out of 43 respondents of HERO company maximum

of the respondents(81.40%) are saying Yes that they are availing the various after sales
services provided by their dealer and rest of them are saying No(18.6%).In out of 27
respondents of Bajaj company maximum of the respondents(77.78%) are saying Yes that
they are availing the various after sales services provided by their dealer and rest of them are
saying No(22.22%). In out of 22 respondents of HERO company maximum of the
respondents(63.64%) are saying Yes that they are availing the various after sales services
provided by their dealer and rest of them are saying No(36.36%). In Hero company
everyone(100%) are availing the various after sales services provided by their dealer.

51
Q.5. Do you think your dealers charges for only real faults?

Total respondent-
Yes No
100
55.81% 44.19%
HERO (Base-43)
(24) (19)
70.37% 29.63%
Bajaj (Base-27)
(19) (8)
18.18% 81.82%
TVS (Base-22)
(4) (18)
75.00% 25.00%
Suzuki(Base-8)
(6) (2)

Interpretation- From above we see that out of 43 respondents of HERO company 55.81% are
saying Yes that their dealer charges for only real faults and rest of the respondents(44.19%)
are saying No. In out of 27 respondents of Bajaj company 70.37% are saying Yes that their
dealer charges for only real faults and rest of the respondents(29.63%) are saying No. In out
of 22 respondents of HERO company 18.18% are saying Yes that their dealer charges for
only real faults and rest of the respondents(81.82%) are saying No. In out of 22 respondents
of HONDA company 75% are saying Yes that their dealer charges for only real faults and
rest of the respondents(25%) are saying No.

52
Q.6. Are you satisfied by the time taken for the repairing by the
services of dealers?

Highly
Total respondent- Highly Can not Dissatisfi
Satisfied dissatisfi
100 satisfied say ed
ed
4.65% 67.44% 11.63% 16.28%
HERO (Base-43) 0.00% (0)
(2) (29) (5) (7)
0.00% 59.26% 18.52% 18.52%
Bajaj (Base-27) 3.70% (1)
(0) (16) (5) (5)
0.00% 54.55% 22.73% 22.73%
TVS (Base-22) 0.00% (0)
(0) (12) (5) (5)
0.00% 37.50% 50.00% 12.50%
Suzuki(Base-8) 0.00% (0)
(0) (3) (4) (1)

Interpretation-From above we see that out of 43 respondents of HERO company maximum

of the respondents(67.44%) are saying, satisfied by the time taken for repairing by the
services of their dealers and rest of the respondents are Highly satisfied(4.65%),Can not
say(11.63%),Dissatisfied(16.28%),and Highly dissatisfied(0%).In out of 27 respondents of
Bajaj company maximum of the respondents(59.26%) are saying, satisfied by the time taken
for repairing by the services of their dealers and rest of the respondents are Highly
satisfied(0%),Can not say(3.7%),Dissatisfied(18.52%),and Highly
dissatisfied(18.52%). In out of 22 respondents of HERO company maximum of the
respondents(54.55%) are saying, satisfied by the time taken for repairing by the services of
their dealers and rest of the respondents are Highly satisfied(0%),Can

53
 notsay(0%),Dissatisfied(22.73%),and Highly dissatisfied(22.73%). In out of 8 respondents of
Hero company maximum of the respondents(50%) are saying, can not say by the time taken
for repairing by the services of their dealers and rest of the respondents are Highly
satisfied(0%),Satisfied(37.5%),Dissatisfied(12.5%),and Highly dissatisfied(0%).

Q. 7. Are you satisfied by the prices charges for repair?

Total respondent- Highly Can not Dissatisfi Highly

Satisfied
100 satisfied say ed dissatisfied
HONDAHERO (Base- 69.77% 11.63% 11.63%
0.00% (0) 6.98% (3)
43) (30) (5) (5)
40.74% 33.33% 25.93%
Bajaj (Base-27) 0.00% (0) 0.00% (0)
(11) (9) (7)
54.55% 0.00% 36.36%
TVS (Base-22) 9.09% (2) 0.00% (0)
(12) (0) (8)
37.50% 25.00% 37.50%
SUZUKI(Base-8) 0.00% (0) 0.00% (0)
(3) (2) (3)

Interpretation-From above we see that out of 43 respondents of HERO company maximum

of the respondents(69.77%) are saying, satisfied by the prices charges for repair and rest of
the respondents are Highly satisfied(0%),Can not say(11.63%),Dissatisfied(11.63%),and
Highly dissatisfied(6.98%).In out of 27 respondents of Bajaj company maximum of the
respondents(40.74%) are saying, satisfied by the prices charges for repair and rest of the
respondents are Highly satisfied(0%),Can not say(33.33%),Dissatisfied(25.93%),and Highly
dissatisfied(0%). In out of 22 respondents of HERO company maximum of the
respondents(54.55%) are saying, satisfied by the prices charges for repair and rest of the
respondents are Highly satisfied(9.09%),Can not say(0%),Dissatisfied(36.36%),and Highly

54
dissatisfied(0%). And in out of 8 respondents of HONDA company maximum of them are
saying, Highly satisfied(37.5%) and Can not say(37.5%) by the prices charges for repair and
rest of the respondents are Satisfied(25%),Dissatisfied(0%),and Highly dissatisfied(0%).

Q.8. Are you satisfied the competency of mechanic?

Highly
Total respondent- Highly Can not Dissatisfi
Satisfied dissatisfi
100 satisfied say ed
ed
4.65% 81.40%
HERO (43) 6.98% (3) 6.98% (3) 0.00% (0)
(2) (35)
0.00% 77.78% 18.52%
Bajaj (27) 3.70% (1) 0.00% (0)
(0) (21) (5)
9.09% 86.36%
TVS (22) 0.00%(0) 4.56%( 1) 0.00% (0)
(2) (19)
0.00% 87.50% 12.50%
SUZUKI(8) 0.00% (0) 0.00% (0)
(0) (7) (1)

Interpretation-From above we see that out of 43 respondents of HERO company maximum

of the respondents(81.4%) are saying, satisfied by the competency of mechanic and rest of
the respondents are Highly satisfied(4.65%),Can not say(6.98%),Dissatisfied(6.98%),and
Highly dissatisfied(0%).In out of 27 respondents of Bajaj company maximum of the
respondents(77.78%) are saying, satisfied by the competency of mechanic and rest of the
respondents are Highly satisfied(0%),Can not say(3.7%),Dissatisfied(18.52%),and Highly
dissatisfied(0%) In out of 22 respondents of HERO company maximum of the
respondents(86.36%) are saying, satisfied by the competency of mechanic and rest of the
respondents are Highly satisfied(9.09%),Can not say(0%),Dissatisfied(4.56%),and Highly

55
 dissatisfied(0%). In out of 8 respondents of HONDA company maximum of the
respondents(87.5%) are saying, satisfied by the competency of mechanic and rest of the
respondents are Highly satisfied(0%),Can not say(12.5%),Dissatisfied(0%),and Highly
dissatisfied(0%).

Q.9.Are you satisfied by the sitting arrangement for you, when

your is under going servicing?

Highly
Total respondent- Highly Can not Dissatisfi
Satisfied dissatisfie
100 satisfied say ed
d
62.80% 20.93% 11.63%
HERO (Base-43) 4.65% (2) 0.00% (o)
( 27) (9) (5)
85.19%
Bajaj (Base-27) 0.00% (0) 7.41% (2) 7.41% (2) 0.00% (0)
(23)
63.64% 36.36%
TVS (Base-22) 0.00% (0) 0.00% (0) 0.00% (0)
(14) (8)
12.50%
SUZUKI(Base-8) 0.00% (0) 87.50% (7) 0.00% (0) 0.00% (0)
(1)

Interpretation-From above we see that out of 43 respondents of HERO company maximum

of the respondents(62.80%) are saying, satisfied by the sitting arrangement for their, when
their is under going servicing and rest of the respondents are High lysatisfied(4.65%),Cannot
say(20.93%),Dissatisfied(11.63%),and Highly dissatisfied(0%). In out of 27 respondents of
Bajaj company maximum of the respondents(85.19%) are saying, satisfied by the sitting
arrangement for their, when their is under going servicing and rest of the respondents are
Highly satisfied(0%),Can not say(7.41%),Dissatisfied(7.41%),and Highly dissatisfied(0%). In

56
out of 22 respondents of HERO company maximum of the respondents(63.64%) are saying,
satisfied by the sitting arrangement for their, when their is under going servicing and rest of
the respondents are Highly satisfied(0%),Can not say(36.36%),Dissatisfied(0%),and Highly
dissatisfied(0%). In out of 8 respondents of HONDAcompany maximum of the
respondents(87.5%) are saying, satisfied by the sitting arrangement for their, when their is
under going servicing and rest of the respondents are Highly satisfied(0%),Can not
say(12.5%),Dissatisfied(0%),and Highly dissatisfied(0%).

Q.10. Are you satisfied by the behavior of dealers for after sales
services?

Highly
Total respondent- Highly Can not Dissatisfi
Satisfied dissatisfie
100 satisfied say ed
d
60.47% 18.60% 20.93%
HERO (Base-43) 0.00% (0) 0.00% (0)
(26) (8) (9)
59.26% 33.33%
Bajaj (Base-27) 0.00% (0) 7.41% (2) 0.00% (0)
(16) (9)
77.27% 13.64%
TVS (Base-22) 9.09% (2) 0.00% (0) 0.00% (0)
(17) (3)
25.00% 37.50% 37.50%
SUZUKI(Base-8) 0.00% (0) 0.00% (0)
(2) (3) (3)

Interpretation-From above we see that out of 43 respondents of HERO company maximum

of the respondents(60.47%) are saying, satisfied by behavior of dealers for after sales services
and rest of the respondents are Highly satisfied(0%),Can not
say(18.60%),Dissatisfied(20.93%),and Highly dissatisfied(0%). In out of 27 respondents of
Bajaj company maximum of the respondents(59.26%) are saying, satisfied by behavior of

57
dealers for after sales services and rest of the respondents are Highly satisfied(0%),Can not
say(33.33%),Dissatisfied(7.41%),and Highly dissatisfied(0%). In out of 22 respondents of
HERO company maximum of the respondents(77.27%) are saying, satisfied by behavior of
dealers for after sales services and rest of the respondents are Highly satisfied(9.09%),Can
not
say(13.64%),Dissatisfied(0%),and Highly dissatisfied(0%). In out of 8 respondents of
HONDA company maximum of them are saying Satisfied(37.5%) and Can not say(37.5%)
by the behavior of dealers for after sales services and rest of the respondents are Highly
satisfied(25%),Dissatisfied(0%),and Highly dissatisfied(0%).

Q.11. Which types of improvement do you want to suggest in

after sales Services?

Total Quality Price of Competen Time

respondent- of spares spares cy of taken in Others
100 parts parts mechanics services
HERO(Base- 20.93%( 30.23%(1 74.42%(3 4.65%(
6.98%(3)
43) 9) 3) 2) 2)
Bajaj(Base- 48.15%(1 70.37%(1 3.70%(
3.70%(1) 18.52%(5)
27) 3) 9) 1)
TVS(Base- 40.91%(9 77.27%(1 0.00%(
0.00%(0) 9.09%(2)
22) ) 7) 0)
SUZUKI(Base 25.00%(2 87.50%(7 0.00%(
0.00%(0) 0.00%(0)
-8) ) ) 0)

58
Interpretation-From above we see that out of 43 respondents of HERO company are giving
the suggestion for improvement in after sales services in ,Quality of spares
parts(20.93%),Price of spares parts(30.23%),Competancy of mechanics(6.98%),Time taken
in services(74.42) and Others(4.65%).In out of 27 respondents of Bajaj company wants to
improvement in,Quality of spares parts(3.7%),Price of spares parts(48.15%),Competancy of
mechanics(18.52%),Time taken in services(70.37%) and Others(3.7%). In out of 22
respondents of HERO company wants to improvement in, Quality of spares parts(0%),Price
of spares parts(40.91%),Competancy of mechanics(9.09%),Time taken in services(77.27%)
and Others(0%). In out of 8 respondents of Hero company MESTRO SCOOTER wants to
improvement in,Quality of spares parts(0%),Price of spares parts(25%),Competancy of
mechanics(0%),Time taken in services(87.5%) and Others(0%).

Q.12.Are you overall satisfied by after sales services provided

by 2 wheelers dealers?

Highly
Total Can not Dissatisfi Highly
satisfie Satisfied
Respondent-100 say ed dissatisfied
d
0.00% 60.47% 20.93% 11.63%
HERO (Base-43) 6.98% (3)
(0) (26) (9) (5)
0.00% 59.26% 18.52%( 22.22%
Bajaj (Base-27) 0.00% (0)
(0) (16) 5) (6)
0.00% 63.64% 31.82%
TVS(Base-22) 0% (0) 4.55% (1)
(0) (14) (7)
0.00% 75.00%
SUZUKI(Base-8) 25% (2) 0.00% (0) 0% (0)
(0) (6)

59
Interpretation-From above we see that out of 43 respondents of HERO company maximum
of the respondents(60.47%) are saying, satisfied by overall after sales services provided by 2
wheelers dealers and rest of the respondents are Highly satisfied(0%),Can not
say(20.93%),Dissatisfied(11.63%),and Highly dissatisfied(6.98%).In out of 27 respondents of
Bajaj company maximum of the respondents(59.26%) are saying, satisfied by overall after
sales services provided by 2 wheelers dealers and rest of the respondents are Highly
satisfied(0%),Can not say(18.52%),Dissatisfied(22.22%),and Highly dissatisfied(0%).In out
of 22 respondents of HERO company maximum of the respondents(63.64) are saying,
satisfied by overall after sales services provided by 2 wheelers dealers and rest of the
respondents are Highly satisfied(0%),Can not say(0%),Dissatisfied(31.82%),and Highly
dissatisfied(4.55%). In out of 8 respondents of HONDA company maximum of the
respondents(75%) are saying, satisfied by overall after sales services provided by 2 wheelers
dealers and rest of the respondents are Highly satisfied(0%),Can not
say(25%),Dissatisfied(0%),and Highly dissatisfied(0%).

60
 FINDINGS

1) Majority of the respondent are using the brands of HERO

BIKE, and after that Bajaj, TVS, Suzuki.

2) Majority of the consumers are using their bike more than 2

years.

61
3) Majority of the consumer are saying Yes that they are

availing the various after sales services provided by their

dealers.

4) Majority of the consumer HONDA & Bajaj are saying that

their dealers charges for only real faults.

5) Majority of the consumer of HONDA HERO, Bajaj & TVS are

saying that, they are satisfied by services of their dealers

for the time taken in repairing but majority of the

consumer of Hero are saying that they can not say.

6) Majority of the consumer of HERO, & HONDA are satisfied

by the prices charges for repairs.

7) Majority of the respondent are satisfied by the

competency of the mechanics.

8) Majority of the respondent are satisfied by the sitting

arrangement when their bike is under going servicing.

9) Majority of the respondent are satisfied by the behaviour

of their dealers for after sales services.

10) Majority of the consumer are saying that they wants

the improvement in price of spares parts & time taken in
services.

11) Majority of the consumer are overall satisfied by

sales services provided by their dealers.

62
63
Suggestion

64
After conducting the survey in the area of Muzaffarnagar , I

analyze that customer are more aware about the services

provided by their dealers.

I also analyze that HERO, Bajaj, TVS & HONDA are most

leading two wheeler companies which are maintaining good

relationship with their customers with the help of after sales

services and also analyse majority of the customer are using

the bike of HERO company and after that Bajaj, TVS & HONDA

company.

I also analyse that majority of the customers in Muzaffarnagar

region are satisfied by the prices of spares parts & time taken

in servicing by their dealers but the customer wants more

improvement in time taken in services & price of spares parts.

I also analyse that among all the two wheeler dealers (HERO,

Bajaj, Honda & TVS), HERO providing satisfactory after sale

service to its customers .

I also analyse that some of the people in Muzaffarnagar don’t

prefer getting their bike serviced through authorized dealers

once the warranty period is over because they are dissatisfied

by the services of their dealers.

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So finally I will suggest that NISHANT MOTORS should built

long term relationship with their customer for this it is essential

that they must provide good after sales services to their

customers.

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Reccomendation

1) NISHANT MOTORS should provide quality in after sale

services to its customers.

2) NISHANT MOTORS should do promotional activity about

their all types of after sales services by which the

customer are better aware about their after sales services.

3) NISHANT MOTORS should provide suitable price based

new accessories to their customers.

4) Pleasant environment should be maintained at NISHANT

MOTORS

5) Facility of picking of bike from the residence of their

customer and delivering it back should also be provided.

6) NISHANT MOTORS should charges only for real faults.

7) NISHANT MOTORS should make better relationship with

their customer with the help of after sales services.

8) NISHANT MOTORS should provide a better servicing &

maintenance services to their customer.

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68
 LIMITATIONS

1) Human behaviour is too complex to determine so the

information disclosed by them may not be very accurate.

2) This research is conducted on a very small sample

size(i.e100), so it might be possible that the information

given by such respondents may not match with the replay

of whole customer.

3) It might be possible that the answers given by the

respondents are full of biasness.

4) Some of the respondents were not willing to reply the

questions.

5) Sometimes people do not understand the meaning of

words which are written in the questionnaire.

CONCLUSION
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Hero is a major Indian Automobile manufacturer. It is India's largest and
the world's 4th largest two- and three-wheeler maker. With kawasaki
heavy industries of japan, bajaj manufactures state-of-the-art range of
two-wheelers. The brand, pulsar is continually dominating the indian
motorcycle market in the premium segment. Its discover dtsi is also a
successful bike on indian roads.

BAL is committed to prevention of pollution, continual improvement of

environment performance and compliance with all environmental
legislation and regulations. They always believe in providing the
customer 'value for money' and keeps an special eye upon quality,
safety, productivity, cost and delivery. It incorporates a high degree of
power with fuel efficiency of a 100 cc motorcycle.
In this project primary data is being used. The questionnaire is being
filled up by 25 persons & according to them bajaj is a good automobile
industry & should add more features in their products & increase their
production so that the company can satisfy their needs successfully.

So it is concluded that bajaj auto is a good automobile industry but

should do more to satisfy the wants of customers.

The Bajaj Group is amongst the top 10 business houses in India. Its
footprint stretches over a wide range of industries, spanning automobiles
(two-wheelers and three-wheelers), home appliances, lighting, iron and
steel, insurance, travel and finance.

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 Bibliography

 www.hero.com

 www.nddb.com

 www.google.com

 www.timesofindia.com

 www.economictimes.com

 www.heroindia.com

 www.onlinebikes.com

 Marketing Management – Philip Kotler

 Brief Report from GCMMF

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 Questionnaire
Que. 1- What is Your Perception about the hero brand?
a) Very Good b) Good

c) Moderate d) not good

e) Bad

Que. 2 - Is hero branding and Promotional strategy is good?

a) Strongly agree b) agree
c) Can’t say d) disagree?
e) Strongly disagree

Que.3- Purchasing Behavior of consumers is influenced by the pop materials?

a) Strongly agree b) agree
c) Can’t say d) disagree?
e) Strongly disagree

Que. 4- Are You Satisfy with the pop material and equipments supply by the
company?
a) Yes b) no
.

Que.5-Did you fell any difficulty to explain the factor of any product though
catalogues or information broachers?
a) Never b)some times

b) Always

Que.6- is it easy to convince a customer to buy any product of hero brand?

a) Strongly agree b) agree
c) Can’t say d) disagree?
e) Disagree

Que. 7-What is Significance of the display of products?

a) Very important b) important
c) Moderate d) not important

Que. 8-what is your perception on news paper articles and advertisement in order to
brand positioning to a customer?
a) Very Effective b) effective

c) Moderate d) not important

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e) Can’t say

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